Travel Republic has improved the effectiveness of its marketing using insight rom Criteo’s User Graph.

The Emirates Group-owned intermediary used Criteo’s technology to map customer interactions at different points in the journey, and discovered that the path to purchase was longer and more complex than previously thought.

The OTA identified 52% new touch points along the journey to booking, including 42% more mobile touch points than previously measured.

The Criteo User Graph gathers 600 terabytes of daily shopper data reflecting the habits of consumers on more than 10,000 websites representing $550B of annual commerce sales.

Using anonymized email addresses and CRM data, the system can track consumer activities on multiple channels and across devices.

In its State of Mobile Commerce report, Criteo focused on the growing importance of mobile retailing.

The study reveals that apps dominate each stage of the purchasing funnel with three times the number of transactions completed on mobile browsers.

Wayne Williams, senior performance marketing manager, Travel Republic says of the Criteo User Graph:

“It has enabled us to gain a more accurate view of our customers’ shopping journey. We’ve been able to better assess the impact of our mobile campaigns and access new insights to inform our campaign optimization strategy and overall marketing program.”

After identifying new opportunities with touchpoint mapping, Travel Republic increased its marketing budget by 64% and expects bookings will increase.

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